Are There Too Many Online Ad Networks?
By Anna Johnson on May 8th, 2009According to a survey of 500 ‘online media decision makers’ there are too many online advertising networks.
The Third Annual Online Ad Network Study conducted in February and March 2009 by Collective Media found that over 70 percent of those surveyed believed there were too many advertising networks ‘muddying the online waters’.
Indeed, the plethora of online ad networks may exacerbate the problem ad networks were designed to solve – allowing Internet marketers to advertise across the highly fragmented Internet space without having to deal with numerous different ad sellers (agencies, brokers, networks, publishers or otherwise).
Now, with so many ad networks to choose from, the decision about where to advertise and who to advertise with, may not be all that easy after all.
At the same time, advertisers seem committed to using advertising networks. Collective Media’s survey found that 89 percent of respondents planned to work with an ad network this year, with half of respondents envisaging spending around 10 percent of their online budgets with ad networks, and a quarter expecting to spend 30 percent or more of their online budgets with an ad network.
Source: Kristina Knight, “Study: Too many advertising networks?” BizReport, May 6, 2009
May 8th, 2009 at 7:27 pm
When it comes down to it, it doesn’t really matter what ‘network’ you run with, as your ads will simply get fed to all the other networks throgh incestuous feeds anyway. Just sayin